America's Fresh Coast

But for Milwaukee Mayor Tom Barrett, an important part of the action plan includes changing the perception of the area from the "Rust Belt" to "America's Fresh Coast." While retaining its manufacturing prowess, he said the region could build upon its water assets and use it as a beacon to attract residents and business investment.

Another one of the region's assets is Rust Belt-ness, or Rust Belt Chic. The rebranding work is already done. Milwaukee in particular needs to do a better job of leveraging the new geographic stereotype. Use it as a beacon to attract residents and business investment.

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Money quote - "I was very skeptical five years ago that I would do a meaningful expansion in Milwaukee," said Jackson, who then viewed the area as primarily a low-cost employment area. "But what I have found is the majority of talent we need in our company, we are able to acquire in that area."